Generation game - and how to reach them: A study of advergames affect on brand attitude and of gaming habits in a Danish context

Mark Gaarbo & Johan Kofoed Johnsen

Student thesis: Master thesis


This thesis has a two-folded, yet coherent, aim. First of all it seeks to prove the relevancy of advergames in a Danish context by uncovering the contemporary media habits of the segment males age 18-30, and secondly it seeks to build a framework that outlines how to drive positive brand attitude formation from advergames. Marketing campaigns are increasingly implementing advergames to engage consumers with a brand through interactive, entertaining media content. Many reasons for the emerging usage of advergames can be identified, however the most significant includes ad clutter, negative attitudes towards traditional advertising, and particularly a markedly rise in the usage of computer games. Within the segment of males age 18-30 playing computer games now accounts for the majority of time spent on media platforms, which is a tendency that has been long acknowledged globally and thoroughly investigated by market data companies. However, in a Danish context advergames are a nearly non-existing phenomenon, and likewise is the acknowledgement of the contemporary media habits in regards to computer game consumption within the segment of Danish males age 18-30. Through a quantitative survey it is verified that the segment spends much time on game-based platforms, which proves the existence of a large potential target group for Danish advergame campaigns. Advergames represent a rather new marketing tool and research on the subject is still its infancy. Marketers engaging in executing advergame campaigns are therefore left with a somehow vague basis for validating whether developed advergames drives marketing objectives or wastes budget. However, this does not restrain companies from increasingly engaging in advergame campaigns, in fact advergame spending nearly reached $1.83 billion in the US in 2010. Insights from game design theory and marketing-based theory on advergaming were combined, and incited 20 hypotheses proposing a positive relationship between motivational compliant game features and game and brand attitude. Hypotheses were tested using regression analysis, and results revealed that a focus on driving immersion and achievement in advergames is most feasible in driving game and brand attitude. Therefore advergames should focus on implementing immersion and achievement compliant features, such as individualization, prestige, stories and collecting. Findings further indicated a relationship between game attitude and brand attitude hence favorable attitudes towards the game were transferred to the sponsoring brand.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2012
Number of pages153